Nexon faces backlash over AI likeness ads

AI generated ads imitate real creators can spark trust and copyright concerns for Nexon and The First Descendant campaign.

Nexon Faces Backlash Over AI Likeness Ads for The First Descendant

Nexon is under scrutiny after reports that its marketing for The First Descendant includes AI generated ads that imitate real content creators. Posts circulating on Reddit and TikTok suggest the ads resemble familiar creators, with Eurogamer and other outlets tracing the pattern to the game’s official channels. SteamDB shows the title maintains a steady but modest audience, averaging about 10,000 to 18,000 players daily, indicating a dedicated but not blockbuster following.

Creators and fans have voiced concern that their likenesses were used without explicit permission. Critics argue Nexon could have partnered with actual streamers to create short clips or sponsored content, rather than leaning on AI generated impersonations. The reaction has highlighted a broader debate about consent and authenticity in AI driven marketing, especially for a game that relies on a niche but loyal community.

This episode underscores a pivotal moment for AI in advertising. Consent and licensing are no longer abstract issues but practical ones that can impact trust and brand value. If a publisher skips direct collaboration in favor of AI likenesses, it risks sparking a broader backlash from creators, players, and potentially investors. The balance between efficient marketing and respectful representation will shape how publishers approach AI tools in the coming year, with platforms likely watching for clear guidelines on consent and usage rights.

Highlights

Consent should guide the next wave of AI marketing and brand partnerships.